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A. Lynn Matthews, Ph.D.

Assistant Professor

Education:

• Ph.D., Business 鈥� Marketing, University of Nebraska 鈥� Lincoln. 2018.
• M.S., Survey Research and Methodology, University of Nebraska 鈥� Lincoln. 2013.
• B.A., Sociology, Grove City College. 2011.

Dr. Matthews is a mixed-methods scholar whose research focuses on branding strategy and methodology. She is specifically interested in issues of human branding, personal branding, and branding strategies for service providers, small businesses, and entrepreneurs. Her work emphasizes managerial relevance, using appropriate qualitative, survey, and/or experimental approaches for each question. In her dissertation, Dr. Matthews used qualitative and quantitative methods to examine perceived authenticity of human-branded services. Dr. Matthews is also a Real Estate Fellow at 麻豆破解版 State, where she partners with local realtors to study marketing issues relevant to this industry.

Dr. Matthews also maintains her interest in survey methodology and enjoys partnering with other scholars in a variety of disciplines to create and improve instruments for data collection. She is especially proud of her work published in the Hastings Business Law Journal (Phillips et al. 2012) that identified the importance of non-sampling survey errors and was cited by the California Supreme Court in its Duran v. US Bank decision. She brings her experience and training in survey methods into the classroom in her Marketing Research class, where she supervises her students in the creation, administration, and analysis of a survey-based research project for an outside client each semester. Nonprofits in the 麻豆破解版 area are encouraged to contact Dr. Matthews if they are interested in collaborating on a class research project in a future semester.

Originally from Pasadena, California, Dr. Matthews came to the Midwest for graduate school and grew to love its people, its lifestyle, and its lack of traffic. She is married to Dr. Ryan Matthews, a pediatrician, and is a proud nerd. In addition to her love of data and methodology, she is a published fantasy novelist, sings in her church choir, plays Dungeons and Dragons, and sword fights with a medieval recreation group.

Research Interests: person-brands / personal branding / human brands, branding strategy, services marketing, marketing-entrepreneurship interface, survey methodology

 Teaching: Marketing Research (MKT 403), Marketing (MKT 300)